In the Closet: The Coveteur

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When BFFs Stephanie Mark and Erin Kleinberg set out to create a fashion blog, the Toronto-based 20-somethings' strategy was simple: Don't. "There are so many people out there doing that. If we were to give our commentary on Alexander Wang's spring
collection, no one would care," says Erin, who by day designs a line of tops and coats carried by Saks Fifth Avenue. "We knew we had to do something different."

Their solution? The Coveteur, an online destination dedicated to the closets—and drawers and shelves—of fashion tastemakers. Users, for example, can click on Khloé Kardashian's epic Louboutin collection or a feathered Jason Wu number owned by Vogue's Sylvana Ward Durrett. "We love street-
style blogs, but we wanted to take it a step further," explains Erin, who, with Stephanie, enlisted the help of photographer Jake Rosenberg, who shoots all images on the site. "This is kind of like deconstructing it; let's see all the items these people have that help make up all these outfits."

Seems browsers were into the idea—within its first day of going live last January, the site racked up a whopping 20,000 hits. "We were like, 'Oh my god, people like it,'" Stephanie recalls. Despite their overnight success, the team, which has so far chronicled more than 100 wardrobes, has kept operations bare-bones, with headquarters located in Erin's living room. They say maintaining the site is a 24/7 job (each shoot takes about three hours, and there's a lot of travel involved), but Erin, who has put her line of tops on hold, says the opportunity to work with Stephanie, whom she has known since they shared a bunk at summer camp, makes the long hours worth it. "We sit across from each other every day, and I'm like, 'I can't believe you are the person I'm working with.'"

And the pair insist their project goes deeper than hangers and shoe racks. "Someone's closet is a window into what that person is like," Stephanie notes. "It says so much about them, even by the way it is organized." So what does it mean if your closet is a wreck? "In all fairness," Erin says, "the people we feature know we are coming!" —AMANDA FITZSIMONS

In a World Wide Web saturated with fashion bloggers, The Coveteur's Stephanie Mark and Erin Kleinberg are racking up visitors with glimpses into style insiders' closets.

When BFFs Stephanie Mark and Erin Kleinberg set out to create a fashion blog, the Toronto-based 20-somethings' strategy was simple: Don't. "There are so many people out there doing that. If we were to give our commentary on Alexander Wang's spring
collection, no one would care," says Erin, who by day designs a line of tops and coats carried by Saks Fifth Avenue. "We knew we had to do something different."

Their solution? The Coveteur, an online destination dedicated to the closets—and drawers and shelves—of fashion tastemakers. Users, for example, can click on Khloé Kardashian's epic Louboutin collection or a feathered Jason Wu number owned by Vogue's Sylvana Ward Durrett. "We love street-
style blogs, but we wanted to take it a step further," explains Erin, who, with Stephanie, enlisted the help of photographer Jake Rosenberg, who shoots all images on the site. "This is kind of like deconstructing it; let's see all the items these people have that help make up all these outfits."

Seems browsers were into the idea—within its first day of going live last January, the site racked up a whopping 20,000 hits. "We were like, 'Oh my god, people like it,'" Stephanie recalls. Despite their overnight success, the team, which has so far chronicled more than 100 wardrobes, has kept operations bare-bones, with headquarters located in Erin's living room. They say maintaining the site is a 24/7 job (each shoot takes about three hours, and there's a lot of travel involved), but Erin, who has put her line of tops on hold, says the opportunity to work with Stephanie, whom she has known since they shared a bunk at summer camp, makes the long hours worth it. "We sit across from each other every day, and I'm like, 'I can't believe you are the person I'm working with.'"

And the pair insist their project goes deeper than hangers and shoe racks. "Someone's closet is a window into what that person is like," Stephanie notes. "It says so much about them, even by the way it is organized." So what does it mean if your closet is a wreck? "In all fairness," Erin says, "the people we feature know we are coming!" —AMANDA FITZSIMONS

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In a World Wide Web saturated with fashion bloggers, The Coveteur's Stephanie Mark and Erin Kleinberg are racking up visitors with glimpses into style insiders' closets.